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Food and Beverage Marketing Developments to Monitor in Coming Years
Food and Beverages Tech Review | Monday, October 31, 2022
Marketing food and beverages helps businesses and consumers build and maintain markets by generating confidence and loyalty.
FREMONT, CA: Marketing is essential to the success of all businesses, from small-scale food and beverage producers to multinational corporations. Food and beverage marketing can take various forms, including establishing relationships with prospective customers, increasing brand awareness, launching new goods, and promoting them through advertising campaigns, all to increase sales.
Therefore, a straightforward definition of food and beverage marketing emphasizes the client. A food and beverage marketing strategy that emphasizes outstanding guest relations is significant to the success of a hospitality organization.
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Food and beverage marketing is essential for establishing and sustaining markets by fostering consumer confidence and loyalty. This depends on various elements, particularly those associated with the food products and services industries.
The marketing sector is crucial in promoting an organization's sales and mission. It represents the company by coordinating and creating all materials bearing its name. It is the responsibility of marketing to reach out to prospects, customers, investors, and the community while building an image that positively portrays the firm.
Being a food and beverage brand is both advantageous and disadvantageous. The boon? Everyone must eat and drink; thus, demand will always remain. In 2026, food and beverage retail sales will reach $1.37 trillion, up from $1.23 trillion in 2022.
The bane? It may very well be a four-course meal:
There have been shortages of the food product.
Price increases are a result of inflation.
There is an incredible variety of items on the market nowadays.
Modern customers' taste senses continue to adapt.
Food and beverage marketers must keep up with the latest trends in marketing to remain relevant. Here are some trends to consider as food marketers develop their food and beverage brand's advertising strategies:
CONSUMERS COOKING AT HOME
According to the Institute of Food Technologists, the newest generation and millennial consumers are returning to the kitchen due to inflation. Six out of ten people aged 25-34 cook dinners at home more than they did a year ago, and they prefer simple, inexpensive meals that are healthy, occasionally plant-based, and sometimes saucy and spicy. Each of these may be a fully baked trend in its own right, but the most important point is that increasing food prices and restaurant staffing shortages have made cooking at home more appealing. Searches for "air fryers" have stayed above pre-pandemic levels, and "meal kits" and related terms continue to gain popularity.
Food marketers can gain revenue by demonstrating how simple and affordable their products are to cook and how appetizing the plated product looks.
DIGITAL AND ELECTRONIC COMMERCE
E-commerce will comprise more than 10 percent of grocery sales in 2023, boosting Instacart's reputation and Walmart's digital revenue, while "click-and-collect" grocery sales will increase progressively as a percentage of e-commerce grocery sales. And intermediate delivery services will rise over the next five years for those who prefer not to cook.
A meal kit can also fall into this category, and though users canceled their subscriptions after the pandemic, the market forecast predicts that the meal kit industry will grow from $6.9 billion in 2021 to over $10 billion in 2024, with one service collaborating with dietitians to develop meal plans for diabetics and chronic kidney disease patients.
Investing in digital presence can help brands stand out in this increasingly competitive field or at least keep up. Programmatic advertising's adaptability and agility may assist food marketers in navigating the unpredictability of today's market. It can place the most valuable messages in front of the most valuable clients in their genuine time of need. With consumers spending a growing amount of their food and beverage budget on digital channels and the fragmented and complex nature of the digital space, brands can also benefit from investing in digital advertising automation tools to streamline processes, keep up with the industry's ad spend trajectory, and navigate the volatile market today.
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Society has wholeheartedly embraced the digital age, with technological advancements transforming how industries and businesses operate. A major benefit of these innovations is improved safety and efficiency, leading to better outcomes across the board.
These technological shifts significantly influence the food processing, handling, and manufacturing sectors, including new machinery and processing techniques. Historically, these sectors have been at the forefront of adopting technology, aligning with emerging trends. As we progress, it is essential to examine the future direction of this industry in the upcoming year and beyond.
Perfect Safety:
Ensuring the safety of food before consumption is of utmost importance. Contamination can occur rapidly and often goes unnoticed, highlighting the necessity for technological solutions. A NIR spectrometer is an exceptional instrument for the food industry, requiring only a modest sample size. It can precisely analyze the sample's protein, fat, and nutritional composition with a single measurement. Remarkably, this process takes less than one minute, conserving time and resources in assessing product safety.
Sustainability:
Businesses globally are increasingly recognizing the significance of sustainable practices. Many companies embrace environmentally friendly and ethical methods to reduce carbon emissions and environmental impact. The food industry, in particular, is responsible for substantial waste and pollution resulting from agricultural activities. However, eliminating food production is not feasible, as food is a fundamental necessity.
Current research indicates that reducing meat and dairy consumption is essential for achieving sustainability objectives. This implies a need for decreasing livestock populations. Nevertheless, this does not suggest that a sudden transition to a vegan diet is necessary for everyone, as such a shift is both impractical and unrealistic, particularly when considering regional and cultural dietary variations. Instead, it highlights the necessity for significant modifications in the operational practices of food production facilities.
Packaging:
The packaging sector is poised for significant advancements in the coming years. Growing concerns regarding sustainability have become increasingly prominent, prompting numerous companies to allocate resources towards this initiative. The focus goes beyond producing fully recyclable or biodegradable packaging; it also encompasses the importance of reusability. When a container is irreparably damaged or reaches the end of its useful life, it can be entirely recycled, provided it is constructed from 100% polypropylene.
Additionally, various innovative alternatives can enhance packaging solutions. One of the most favored options involves repurposing organic waste, particularly materials derived from coffee husks, oyster shells, and paper. The production of these materials is energy-efficient, and acknowledging these opportunities will pave the way for further innovations.
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Food processing is a critical component of the food supply chain, transforming raw materials into safe, consumable products. Maintaining safety throughout this process is essential to protect consumers from foodborne illnesses and uphold industry standards. By implementing best practices, organizations can ensure high levels of food safety. Proper employee training on safety protocols fosters a secure working environment, while routine equipment inspections help detect potential hazards early. Additionally, preventing cross-contamination is vital to minimizing the risk of foodborne illnesses.
Training should cover personal hygiene, cross-contamination prevention, safe food handling techniques, and proper cleaning and sanitization procedures. Regular refresher courses help reinforce these concepts and keep employees' minds safe. Food processors should monitor and maintain appropriate temperatures throughout the processing, storage, and transportation stages. It includes using calibrated thermometers to ensure that equipment like refrigerators, freezers, and cooking devices operate at safe temperatures. Regular checks of temperature logs help identify potential issues and ensure compliance with safety standards.
Good Manufacturing Practices (GMP) are guidelines that outline the minimum requirements for food processing facilities. Training all staff in GMP fosters a culture of safety and accountability within the organization. Regular inspections and audits can help identify areas for improvement. Regular reviews of the plan ensure its effectiveness and relevance. A knowledgeable workforce is critical for implementing and maintaining safe food processing practices. Food processing equipment design helps for easy cleaning and sanitization, with regular maintenance and cleaning schedules established to prevent contaminant buildup.
Color-coded cutting boards and utensils can help visually reinforce the separation of food types. Regular monitoring of food handling practices ensures adherence to cross-contamination prevention measures. Traceability systems allow food processors to track the movement of ingredients throughout the processing chain. By implementing a robust traceability system for contamination or spoilage, organizations can quickly identify and address potential safety issues. Effective traceability helps minimize risks to consumers and maintain the organization's reputation.
Addressing identified deficiencies helps maintain high safety standards and demonstrates a commitment to food safety, an ongoing process requiring constant evaluation and improvement. Regularly reviewing and updating safety protocols, training programs, and equipment can help ensure that food processing practices remain effective and aligned with industry standards. By implementing best practices, food processors can create a secure and sanitary environment. Continuous improvement and regular audits enhance food safety measures, increasing consumer confidence and satisfaction.
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Galley, a pioneer in foodservice technology, has introduced the innovative culinary resource planning category, set to redefine the industry by seamlessly uniting data intelligence, operational efficiency, and culinary creativity. This milestone reinforces Galley’s position at the forefront of the digital transformation reshaping foodservice. Designed to address the pressing needs of modern operators, culinary resource planning enables greater efficiency, adaptability, and sustainability. Galley’s Culinary Resource Planning (CRP) platform harnesses data-driven technology to streamline operations, inspire innovation, and drive scalable growth.
Benji Koltai, CEO of Galley, emphasized the significance of this launch: "The foodservice industry has reached a pivotal moment. With traditional processes suppressing progress, our CRP Platform will redefine how culinary businesses operate. Galley empowers foodservice professionals to move beyond the chaos created by outdated systems and antiquated processes and embrace a future where data drives decisions and innovation flourishes."
Galley's CRP Platform combines culinary creativity and innovation with the practicalities of kitchen management. Simply said, Galley's platform enables innovation and creativity. The CRP Platform expands operations to identify untapped growth potential by integrating important tasks like recipe management, food cost management, menu planning, and nutritional analysis, all inside a user-friendly interface.
Bridget Quinlan, CRO of Galley, pinpointed the impact on the industry: "Culinary resource planning is not just a technological advancement; it's a paradigm shift. Galley enables operators to enhance efficiency, reduce costs, and unleash their creative potential by providing a single source of truth for all food data. This category launch represents a new era of culinary excellence and operational brilliance."
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A food safety management system offers a structured framework for identifying and controlling hazards across the entire food chain, from production to consumption. It is essential for safeguarding public health, preserving consumer trust, and ensuring long-term business sustainability. By emphasizing prevention, these systems work to eliminate foodborne illnesses and contamination through strict safety protocols at every stage of food production and distribution.
Companies that consistently produce safe, high-quality food products are more likely to earn the loyalty and confidence of their customers. An FSMS provides a structured framework for ensuring that food safety measures are consistently applied and monitored, reducing the likelihood of safety breaches. By promoting transparency and accountability in food production and handling, businesses can demonstrate their commitment to consumer safety, helping to build trust and enhance brand reputation. It helps reduce the likelihood of food safety incidents, protecting consumers from potentially dangerous health risks.
A robust FSMS ensures food safety and contributes to operational efficiency and cost reduction. By preventing contamination and spoilage, companies can reduce the amount of food wasted due to safety concerns. It is essential in an industry where profit margins are often thin, and waste can significantly impact the bottom line. An FSMS promotes properly managing resources, such as energy, water, and raw materials, leading to more efficient production processes. Preventing costly product recalls or rejections due to safety issues minimizes financial losses.
An FSMS allows companies to avoid these risks by continuously assessing and improving their safety protocols. For food companies looking to expand into international markets, an FSMS is essential for meeting the food safety requirements of different countries and regions. Global trade is subject to varying food safety regulations, and non-compliance can result in trade barriers or restrictions. An FSMS based on international standards ensures that a company's food safety practices are recognized globally, making it easier to access new markets and grow the business.
Companies can ensure their products meet customers' safety and quality expectations worldwide, fostering international trade relationships and expanding business opportunities. It is a critical tool for ensuring food products' safety, quality, and integrity. Beyond regulatory compliance, an FSMS protects public health, builds consumer trust, reduces operational costs, and supports business growth.
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